Transform the old Thalys furniture into “collector” items.All collectors of rare and unusual items are invited to take part in an eBay auction placing bids on Thalys furniture.Complete communication plan:Mini posters on trains, posters on platforms, flyers distributed by on-board staff and available at Thalys kiosks on station forecourts, and mini-leaflets distributed on meal trays.Animated banner on thalys.com and partner sites, dedicated section on the site and E-newsletter on Thalys databases.A media relations programme put in place in all four countries.Video banners on sharing websites, the sale advertised via small ads in the press and on websites, specialist small ads websites and journals and specialist column in the generalist daily press.

- The “Collector by Thalys” operation on Ebay has proved highly popular with web users, raising 12,169 € for UNICEF.- More than 60,000 visitors to the site.- Operation promoted via TV shows on France 2 (Télématin) ad Canal + (The Morning).- Postings on more than 45 blogs.- Hidden camera footage viewed 82,092 times on YouTube.